The Facebook Platform is used across hundreds of thousands of websites – from “Like’ buttons to Facebook logins. Facebook keeps this data and can develop robust profiles of what their users are looking at, sharing and buying across the web. Facebook could start to target advertising based on web-actions, not just withinFacebook – for example, target a New York Times reader or Trip Advisor user without having to work directly with the brand

The Facebook Platform is used

FACEBOOK IS A BUSINESSTHAT COLLECTS
USER DATA TOSELL TO ADVERTISERS “If you are not paying for it, youre not the customer; youre the product being sold” — blue_beetle, 26.08.10, metafilter.com

BETWEEN APRIL AND JUNE,THE COMPANY
WILL GO PUBLIC “The deal […] could raise as much as $10 billion and value the social network between $75 billion and $100 billion” — The Wall Street Journal, 28.01.12, Facebook readies IPO filing

ADDING MORE USERSWILL BE A
CHALLENGE “[Facebook] user growth had slowed in the U.S. and Canada… a deeper look… shows its growth is also slowing in Europe and Asia....” — The Tennessean, 12.02.12, Facebook sees its growth slowing down

ENSURE THAT EVERY USERIS LOCKED-IN"Lock-in
is the point at which users are so invested in their technology that even if competitors might offer better services, it’s not worth making the switch” — Eli Pariser, 06.11 The Filter Bubble: What the Internet is hiding from You

TIME SPENT, DATA ANDEFFECTIVENESS ARE
THE KEYSTO ATTRACTING BRAND SPEND “From the point of view of the online advertiser, the question is simple. Which company can deliver the most return on a dollar spent?” — Eli Pariser, 06.11 The Filter Bubble: What the Internet is hiding from You

INCREASED TIME SPENTMEANS SELLING MORE
ADS “We now see that keeping traffic within Facebook via Fanning and Facebook Application campaigns can reduce CPCs by 45%” — TGB Digital, 01.12, Heres Facebooks Q4 Ad Performance In A Set Of Delightful Charts

WHEREAS INCREASED DATAMEANS SELLING BETTER
ADS"As a business strategy, the Internet giants’ formula is simple: The more personally relevant their information offerings are, the more ads they can sell, and the more likely you are to buy the products they’re offering” — Eli Pariser, 06.11 The Filter Bubble: What the Internet is hiding from You

#2. THE OPEN GRAPHA FUNDAMENTAL
CHANGE IN HOWSOCIAL EXPERIENCES WORK “All your stories, all your apps and a new way to express who you are” — Mark Zuckerberg, f8 2011

FACEBOOK KNEW WHAT YOU LIKE
“Sharing content to Facebook meant clicking the "Like" button, cutting and pasting a link into the status update box” — Read Write Web, 14.12.11, Top trends of 2011: Frictionless sharing

NOW WITH OPEN GRAPH,FACEBOOK KNOWS
WHAT YOU DO “Anytime youre reading news from a social news app or listening to music from a social music app, Facebook automatically shares it to your Facebook Timeline” — Read Write Web, 14.12.11, Top trends of 2011: Frictionless sharing

…AND THINK ABOUT ACTIONS“This new
expressive language means you will be able to add whatever verb you so choose. You can start to use words like read, watch, listen, buy and more in the stories that get shown to friends of your "engagers.”” — AdAge, 23.09.11, Facebook Just Shifted From Scale to Engagement

WHAT ROLE DO PEOPLEPLAY IN
YOUR STORY? “With all content increasingly filtered through social networks, its what people do with advertising rather than what they say about it that will make all the difference this year. Guaranteed” — AdAge, 16.01.12, Why Marketers Must Think in Verbs or Face Increasing Irrelevance

APPS ENHANCEFACEBOOK’S DATA SET “At
best, if a company knows which articles you read or what mood you’re in, it can serve up ads related to your interests. But at worst, it can make decisions on that basis that negatively affect your life. After you visit a page about Third Worldbackpacking, an insurance company with access to your Web history might decide to increase your premium, law professor Jonathan Zittrain suggests.” — Eli Pariser, 06.11 The Filter Bubble: What the Internet is hiding from You

AND THE CLOSER USERS ARE
TOFACEBOOK, THE MORE TARGETEDTHEY CAN BE FOR BRANDSFor Valentine’s Day, Facebook Data Team shared the top coupling and de-coupling songs played by users via the Spotify App — Huffington Post, 13.02.12, Facebook Breakup Songs: Data Team Reveals Top Spotify Songs For Breakups, New Relationships

Brands currently use pages to
act as social hubs for specific experiences. Pages become the place where brands highlight different applications that they have developed for their users.With Timeline, brands will be able to create a more custom-experience within the existing template. Multiple pages are yet to be considered, however Launch Announcement Expected at Feb. 29 Marketer Conference — AdAge, 15.02.2012, Facebook to Release Timeline for Brands This Month

Actions-Based Ad Targeting: Brands can
target a number of things using Facebook’sexisting ad platform – demographic, location, listed interests, etc. But what if you could target a person’s historic actions? The applications that they use? The music that they listen to? The news that they read? Etc. BlackBerry could target all users who read an article about Power Problems with a specific ads

The Facebook Platform is used
across hundreds of thousands of websites – from “Like’ buttons to Facebook logins. Facebook keeps this data and can develop robust profiles of what their users are looking at, sharing and buying across the web. Facebook could start to target advertising based on web-actions, not just withinFacebook – for example, target a New York Times reader or Trip Advisor user without having to work directly with the brand

The ‘Future Stream’ – As
Facebook Graph Rank becomes more action focused, historic user patterns could help predict future ones. For example, if you go to thesame pub each week or cook the same meals, Facebook could alert your friends to ‘things you might be doing’ in the next few days.

“Products you may want’ –
Facebook already has a ‘People you may know’ and‘Recommended Pages’ product. Why not use a users content consumption habits,friend networks and application profiles to develop a product-recommendation tool similar to Amazon? With social graph data, the recommendations would combine friend habits along with individual user interests.

Facebook currently piggybacks on their
users actions (via Sponsored Stories) byproviding targeted executions to their friends - why not actively incentivise influential users to recommend different products? Though the social graph, Facebook can analyse what categories, topics and products their users already carry influence in — Paraphrased from Dan Haggard & his Trend Setter idea, The Social Network, the End of Intimacy, and the Birth of Hacker Sensibility

Facebook Credits + NFC =
True Mobile Wallet – as more and more mobile devices are NFC-enabled, more retailers will provide terminals that allow for quick, tap payments. If Facebook continues to be a popular mobile application, credits could become the easiest way to pay for purchases — Image credit

Turn off ‘frictionless sharing’ –
with every application auto-publishing user actions and a second-by-second Ticker updating, users may quickly tire of having all their actions shared. Why not give users a clear ‘switch’ to turn their sharing on or off? — Techland, Harry McCracken, 03.10.2011, Facebook’s open graph needs new approches to privacy

THANKS FOR THEIR INSPIRATION_ blue_beetle,
26.08.10, metafilter.com The Wall Street Journal, 28.01.12, Facebook readies IPO filing Daren Herman, 29.11.11, Total Digital Revenues The Tennessean, 12.02.12, Facebook sees its growth slowing down Business Insider, 05.01.12, Heres How Much A Unique Visitor Is Worth The Globe and Mail, 02.02.12, Why Facebook may not be a growth story Eli Pariser, 06.11, The Filter Bubble: What the Internet is hiding from You TGB Digital, 01.12, Heres Facebooks Q4 Ad Performance In A Set Of Delightful Charts Mark Zuckerberg, f8 2011 Read Write Web, 14.12.11, Top trends of 2011: Frictionless sharing AdAge, 23.09.11, Facebook Just Shifted From Scale to Engagement AdAge, 16.01.12, Why Marketers Must Think in Verbs or Face Increasing Irrelevance Mashable, 29.09.2011, Why Facebook Timeline Will Be Huge for Brands Dan Haggard & his Trend Setter idea, The Social Network, the End of Intimacy, and the Birth of Hacker Sensibility Techland, Harry McCracken, 03.10.2011, Facebook’s open graph needs new approches to privacy

ABOUT PUBLICIS MODEM_ Publicis Modem
is a full service digital agency within the Publicis Worldwide network offering strategy, creative, analytics, user experience, multi-platform (web, mobile, social, gaming) development, paid media, search, social media and eCRM services. With more than 1,500 people deployed across 30 countries around the world, Publicis Modem is one of the largest and most global digital agencies in the world, enabling us to serve Fortune 500 brands on a global basis including LG Electronics, RBS, Visa, Sanofi and General Mills.